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Amsterdam Metropolitan Area launched a unique creation, Gumshoe, which is a range of sneakers with soles made from chewing gum taken from the streets of Amsterdam. Conceptualized by Publicis One’s agencies (Leo Burnett, MSL and Publicis), the initiative aims to improve the city’s image and reputation with cleaner streets and raise awareness of the chewing gum littering problem.
Production Company

Director: Virgill Barron


Brand: Gumshoe

Advertiser: Amsterdam Metropolitan Area


Designer/Photographer: Dave Fransen

Shoe Designer: Garezi Septara & Shaquille Gunther

Shoe Brand: Explicit Wear

Technology Lead: Gum-Tec, Anna Bullus


Post Production: Post Office

Creative Agency

Art Director: Jonathan van Loon

Copywriter: Daniel Ashkol

Creative Agency: Publicis One Netherlands (Publicis, Leo Burnett, MSL)


Edit and Sound: Good Sounds

Categories: Corporate, Social and PSAs

Publicis Groupe Northern & Central Europe, 2 years ago